On March 19, Goo also shared several photos of handcrafted leather pouch keyrings on her social media, accompanied by the caption, “Handmade all night long.” These pouch keyrings are designed specifically to store “KOOROLL” and are priced at 150,000 KRW (approx. $100 USD) each on her official online mall. This price includes two KOOROLLs.
Earlier on March 5, Goo Hye-sun took to her social media to explain the value and background behind the product’s pricing. She emphasized that KOOROLL is an eco-friendly innovation that differs significantly from traditional round hair rollers. According to the actress, the product reduces plastic usage by more than 80 percent compared to conventional rollers.
Goo acknowledged the criticism about the price, which is set at 13,000 won per unit more than ten times the cost of typical hair rollers. She admitted that the initial production cost was relatively high because the first manufacturing batch was produced in limited quantities.
However, she explained that the product’s functionality and durability justify the price. While ordinary hair rollers are prone to tangling hair and becoming easily contaminated, KOOROLL can be unfolded for easy cleaning and is designed with strong durability for long-term, almost permanent use.
The controversy began earlier when Goo revealed the product while announcing that she had earned a master’s degree in engineering from KAIST. Although the product attracted attention for its innovative concept, many online users criticized the price as being excessively high for a hair styling tool.
Addressing the debate, Goo encouraged consumers to consider environmentally conscious purchasing decisions. She wrote, “If you care about the environment, please choose KOOROLL,” suggesting that value-driven consumption could support sustainable products.
She also added that she plans to hold discount events in the future to reduce the purchasing burden for consumers.
Goo Hye-sun, who previously graduated at the top of her class from Sungkyunkwan University before earning her master’s degree from KAIST, personally participated in every stage of the product’s development from planning and design to branding. The hair roller, which features a self-restoring function, has already been recognized for its technology after being selected as a recipient of the 2025 Korea Excellent Patent Award.
Sources: Daum
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